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COMPANIES USE SOCIAL MEDIA IN GENERAL AND MICROBLOGGING IN PARTICULAR FOR DIFFERENT PURPOSES, SUCH AS REPUTATION MANAGEMENT. WE EMPIRICALLY IDENTIFY DIFFERENT SOCIAL MEDIA ACTIVITIES IN TERMS OF SOCIAL MEDIA MANAGEMENT STRATEGIES, ACCOUNT TYPES, AND COMMUNICATIVE APPROACHES. BY ANALYZING A DATA SET OF OVER FIVE MILLION TWITTER MESSAGES, WE FIND POSITIVE EFFECTS OF SOCIAL MEDIA MANAGEMENT TOOLS, BROADCASTING ACCOUNTS, AND CONVERSATIONAL COMMUNICATION ON THE CORPORATE PUBLIC PERCEPTION.
SOCIAL MEDIA PLATFORMS PRESENT UNIQUE POSSIBILITIES FOR COMPANIES TO INTERACT WITH THEIR CUSTOMERS AND TAKE UP A KEY ROLE IN BUILDING RELATIONSHIPS. HOWEVER, LITTLE IS KNOWN CONCERNING THE FINANCIAL RETURN ON INVESTMENT FROM SOCIAL MEDIA ENGAGEMENT AND SPECIFIC STRATEGIES TO LEVERAGE IT. THE ANALYSIS OF OVER 1.5 MILLION TWEETS REVOLVING AROUND TEN CAR MANUFACTURERS SUGGESTS THAT COMPANIES CAN INCREASE THEIR SALES VOLUME THROUGH GREATER RELATIONSHIP INVESTMENT AND BY ADOPTING A SOCIAL MEDIA STRATEGY THAT PROMOTES THE USERS’ RELATIONSHIP SATISFACTION.